From media relations and creative storytelling to strategy and brand building, great communications often come down to a handful of timeless principles. The tools, channels and tactics may evolve, but the fundamentals of earning attention, building connections and telling stories that resonate tend to stay the same.
With my five-year-old son wrapping up his kindergarten year, I took some time to reflect on his first year in a “big kid school.” He learned so much, grew so much and taught me so much. Including how many of the things he learned in this critical school year can also apply to the PR industry.
It turns out the fundamentals of our craft aren’t all that different from the lessons taught on the reading carpet in an elementary school classroom.
At Coyne, we’re big believers in bold ideas, smart strategy and telling stories that stick. But sometimes, it’s the simplest lessons, the ones we learn before we can even write our names, that are the most important ones.
No, this isn’t a knock on the complexity or sophistication of our industry. Quite the opposite. It’s a reminder that the most powerful strategies are often rooted in simplicity and human connection.
So, in honor of this milestone moment in my household, I offer this: everything I need to know about PR, I learned in kindergarten. Let’s take a trip back to the basics and see what we can learn from five-year-olds and their teachers.
- Show, Don’t Just Tell
Remember show-and-tell? Turns out, that childhood exercise was an early lesson in experiential storytelling.
In PR, we can talk all day but showing is where the magic happens. Immersive activations, on-the-ground experiences and storytelling through sight, sound and touch make ideas memorable. And signal to media that these are stories worth telling.
Don’t just say your product is amazing. Show it solving a problem. Let people touch it, taste it, feel something. Give them a reason to care.
Why It Matters: The stories people remember are usually the ones they experience, not just hear about.
- Use Your Inside Voice (and Plain Words)
In kindergarten, you learn not to shout and to say what you mean.
The same goes for press releases and messaging. Avoid hyperbole and empty superlatives like “groundbreaking,” “revolutionary” or “thrilling.” Speak like a real person. Simple, clear, honest language always wins.
Instead of jargon, use facts. Let the news, data and impact do the talking.
Why It Matters: Clear communication is often the difference between being understood and being ignored.
- Tell a Good Story (Not a Sales Pitch)
Every great story has a beginning, middle and end, plus some tension along the way to make things interesting. PR is no different. Start with a problem. Offer the solution. Introduce change, progress and emotion. A good narrative arc will always outperform a generic brand message.
Why It Matters: A compelling story gives people a reason to care.
- Know Your Characters
Who’s in your story? Are there “good guys,” “bad guys,” or even superheroes? From founders to C-suite executives, customers to team members, identify your protagonists and elevate them. And don’t forget the “villain,” even if it’s just a cultural tension or market need your client helps solve.
Why It Matters: Every great story needs people at the center.
- Pictures Speak Louder Than Words
There is a reason why kids are always drawing. It helps teach, improves memory recall and builds an emotional connection.
The same is true for adults. Visuals matter and help tell your story faster and better. Shrinking newsrooms and leaner editorial teams mean multimedia assets are no longer a “nice to have” but a necessity.
Strong photography, compelling video and easy-to-share graphics help paint the full picture and bring your story to life.
Why It Matters: Visuals can often tell a story faster than words alone.
- Stay Curious
My kindergartener’s favorite word: “Why?”
In PR, asking “why” can help us go deeper and unlock even smarter strategy and even stronger stories.
Approach your client’s next story, program or announcement with childlike wonder and curiosity. Curiosity fuels context, and that context makes a story meaningful. Don’t be afraid to keep digging.
Why are we doing this? Why now? Why is this better than what else is out there in the industry? Why would a reporter care? Why would their readers, viewers or listeners care? Who are the main characters (see #4 above) and how can they be part of our story?
Why It Matters: Curiosity helps uncover the insights that make stories stronger.
- Invite Friends to the Party
As a kid, everything is more fun with friends – recess, lunch in the cafeteria, story time.
In our world, that means launches, cross-promotions, collaborations and talent partners. Think beyond the client and who else can help tell their story (and help us tell it even better). The more players involved, the greater the impact and the bigger the story.
Why It Matters: The best stories are often bigger than any one person or brand.
What This Means for Communicators Today
The more I thought about my son’s kindergarten year, the more I realized how many of these lessons still show up in our work every day.
Sure, the classroom has been replaced by conference rooms, recess has been traded in for client meetings and story time has turned into media interviews, but the fundamentals haven’t changed all that much. We still need to communicate clearly. We still need to tell great stories that capture people’s attention. We still need to stay curious and find ways to bring others into the conversation.
Maybe that’s why these lessons stick with us for so long. They’re simple, but they work.
And in an industry that’s constantly evolving, there’s something reassuring about that.
Updated as of June 2026
